Tech Briefs: Young-Skewing Nets Best for ITV

Oct 10, 2005  •  Post A Comment

Initial data from Hyundai’s media agency Carat indicates that younger-skewing networks were the
best hosts for interactive ads from Hyundai dealers that ran on the Cox Phoenix system this
summer. Viewers could use their remote controls to request more information on the cars. Networks
whose median age is below 40 generated the greatest percentage of clicks in relation to the
number of commercials that ran, said Mitch Oscar, executive VP of Carat Digital. The networks
included MTV, MTV2, Spike, VH1, TBS and ESPN. Carat also found that consumers interacted more
frequently when the interactive overlay, powered by ITV firm Navic Networks, appeared for 30
seconds rather than 20 seconds. “Viewers still need time to figure out what’s going on,” Mr.
Oscar said. Genres that fared the best for interactive spots included reality, movies,
documentary, comedy and sports, with news rating the worst. Carat and Hyundai will use this data
to tweak the next round of interactive buys.

Kagan Sees ITV Revenue

A new Kagan Research study reports that interactive TV services will help
digital video recorder and video-on-demand services generate “significant incremental revenue” as
cable operators introduce interactive TV capability into their digital set-top boxes. The report
said that 69 million digital customers will have interactive capabilities by

Rentrak Signs 12 Programmers

Video-on-demand measurement firm
Rentrak has struck deals with 12 VOD programmers to measure their on-demand viewing. The new
partners are Paramount Studios, CBS, MTV, Nickelodeon, Noggin, The N, Comedy Central, VH1, Expo
TV, National Geographic Channel, NFL Network and Ripe TV. Rentrak already has deals in place with
cable operators, including Comcast, representing 53 percent of cable subscribers. Programmers
will have access to data such as performance by title, audience share, top titles, performance by
multiple system operator and across all MSOs. Previously, content providers have not had access
to data on how their content fared until 90 days after it is telecast, when MSOs typically share
the information. Under the new deal, programmers will have a better sense of which shows are
popular, whether the category is growing and how well promotional efforts drive usage. The deal
represents one of the first steps in hammering out an effective measurement model for VOD.

Viewers Warm Up to On-Demand

On-demand usage is rising, according
to a new study from VOD research firm Marquest that found that 88 percent of adults in on-demand
homes had used the service, compared with 65 percent last year. They were also using it more
often: 53 percent of on-demand users said they used the service at least once a week, compared
with 24 percent last year.